On My Radar: WAAAW

What’s the most creative advertising idea you’ve seen recently?

JA: It was just last week: that new Ray-Ban campaign with A$AP Rocky. Super-simple. Super-memorable. Straight-up iconic. Probably cost twenty bucks. And it slaps. I love the choice they made: filming these effortlessly cool, slightly genius moments of everyday life, but only through the reflection in the most legendary sunglasses ever made. That’s it. No bells, no whistles, just pure visual intelligence and taste. And it hits hard.

Bold framing, audacious restraint, disruptively simple idea. It’s craft that whispers but still dominates the room.

Because, honestly, we’ve been drowning in 360° camera moves and rabbit hole transitions, for the past three, five years maybe. The stuff that sticks now? Bold framing, audacious restraint, disruptively simple idea. It’s craft that whispers but still dominates the room. I live for that energy. And yeah, I’d jump on something like that in a heartbeat.

SvW: For me, it’s gotta be that last car ad, The Wonderful Tale of Motrio. It’s like a classic Western cowboy movie. Imagine cowboys chewing tobacco, the typical gaze into the distance, etc. But, plot twist: it’s not a horse, it's a freaking Renault Clio! And this film shows how an old junker gets saved by the determination of a cowboy. It’s ridiculous. But it’s brilliant. It’s why I can’t get enough of ads like this.

What website(s) do you use most regularly?

JA: FilmGrab: It's like the internet’s version of porn for cinephiles. Five minutes there and you're bombarded with shots you’ve never seen - lighting, framing, bodies all mashed together in ways you never thought about or see before! Directors… absolute genius, or madness.

SvW: Six months ago, I would’ve told you about Vimeo. I used to spend hours there, bringing fresh work from amazing creatives. It was a goldmine; pure visual inspiration. But then Vimeo decided to pull a full-on self-sabotage move: they locked down features, killed off curated collections, nuked Staff Picks, and basically made sure you can only search your own videos. Vimeo, seriously; why? You stripped out everything that made you cool in the first place. So now, my new creative watering hole is – BORINGLY – Instagram; where I waste hours watching fake Joe Rogan compilations videos that always start with, “Pull up this video…” Thanks for nothing, Vimeo. 

What’s the most recent piece of tech that you’ve bought?

JA: A Makita cordless drill. When I bomb too many pitches in a row, I just need to step away, fix stuff, build things that actually work - even better if no one asked me to do it, and it’s only for me. And since some genius stole my awesome pro-grade drill, I went out and bought myself a new one yesterday.

SvW: It’s gotta be the bottle warmer for my little son. Game. Changer. For weeks we were living in the stone age, heating bottles au bain-marie like we were running a Michelin-starred baby restaurant. Then we discovered these portable instant bottle warmers and – Boom! – our whole life flipped. Now we can hit the bars, get properly smashed, and keep the little dude fed without running home to microwave duty. Parents of the year, coming through.

What product could you not live without?

JA: My Makita drill. Nah, just kidding! Right now, it’s gotta be Midjourney - video mode. Though, who knows, maybe in three weeks I’ll totally ditch it. But, for now, I’m obsessed. Right now, I’m deep in discovery mode, experimenting like crazy. Trying to mix it with live-action, animation and find the most fun, creative way to use this tool. Not as a replacement or a slave, but more like a wild, super-powered paintbrush: part insane software, part oil-paint palette. It’s supposed to just spit out 'average', but I’m chasing that weird, original spark that makes art pop. That hunt is way more fun than I expected.

Right now, I’m deep in discovery mode, experimenting like crazy.

SvW: In 2025, the product I absolutely can’t live without? My noise-cancelling headphones. Because if I have to listen to one more crying baby on a three-hour flight, one more political debate on a terrace while I’m just trying to enjoy a coffee or a beer, or even the freaking noise of traffic when I’m walking home through the city, or the snoring of my wife at 2am, I will self-destruct. The smartphone can wait, silence is priceless.

What’s the best film you’ve seen over the last year?

JA: The Zone of Interest. And for a little counterbalance… Flow, that amazing animation gem. Both are absolute game-changers, proving there are still fresh, never-before-seen ways to tell stories. Pure gold, each in their own wild way.

SvW: Okay, this might sound a bit silly, but now that I have a son, I’m diving back into those classic animated movies I grew up with. Just rewatched the entire Toy Story trilogy, and daaaaamn, it’s like discovering a secret level in a video game. Watching it as an adult, I’m catching all these jokes and little details I totally missed as a kid, like, how did I not notice that existential crisis in a plastic toy? Pixar wasn’t just making cartoons; they were low-key philosophers. And I’m pretty excited about the upcoming Toy Story movie in which the big new villain is a tablet.

What film do you think everyone should have seen?

JA: Eternal Sunshine of the Spotless Mind. It’s got everything -  masterpiece of direction, totally unique, pure chill vibes mixed with existential vertigo. Nostalgic but never cheesy, deep without being snobby. Maximum level on every front. And also, can’t forget the classics from Rob Reiner: Princess Bride, Stand By Me, This Is Spinal Tap, Misery...

SvW: C.R.A.Z.Y. by Jean-Marc Vallée remains one of my favourite movies ever? First of all, JMV is probably one of my favourite directors, but this movie hits different because it nails so many real-life things; relationships, fatherhood, growing up and shifting perspectives. It shows how your behaviour changes as you grow, and how the way you saw your dad as a kid is totally different from how you see him when you’re an adult. It’s like a masterclass in understanding life and family. It's not just a random coming-of-age story; it's a profound exploration of identity, family, and the complexities of fatherhood. Honestly, it’s a lesson everyone should watch.

What’s your preferred social media platform?

JA: Is YouTube even social media ? Whatever - it’s mine. I’m on it 24/7: comedians, philosophy-gardening podcasts, music vids, kids’ lullabies, DIY tutorials, you name it. Even though I’ve got a streaming app, I still listen on YouTube. I think I need that video playing alongside the music, even if I’m not actually watching.

SvW: No need to overthink here, I’m team endless-Instagram-scrolling. I tell myself I’m “researching important topics,” but really, it’s just a fancy way of pretending I’m busy. Call it productive procrastination.

What’s your favourite TV show?

JA: Malcolm in the Middle. No wait, Rick and Morty. Nah, Malcolm. No, Rick and Morty... Both are absolute gold - Malcolm! Malcolm’s that perfect mix of chaos and heart. Pure wild genius. Honestly, I’m just here for the laughs and the chaos.

SvW: I could say Breaking Bad or Euphoria. Great shows, no doubt. But the one that really left a mark on me is Friends. Yep, Friends… I gotta admit, I’m a true Friends lover. The kind of fan who can easily pop on an episode during lunch when I’m bored. It’s wild how, even 25 years later, this show still feels fresh and makes me laugh out loud every time. There’s pure gold in moments like Ross wrestling with his leather pants, Joey rocking all of Chandler’s clothes (Could I BE wearing any more layers?), the infamous bleached teeth disaster, or Ross’s disastrous spray tan. It shows you don’t need flashy effects or wild plots to nail an episode; just one room, a killer cast, and a razor-sharp script. Pure comedy magic. For me, Friends is a masterpiece, the foundation that so many comedies have built on since. It’s my go-to comfort joy.

What’s your favourite podcast?

JA: Gotta be KONG DIRTY BOXING - it’s like your personal guide to all the ins and outs of boxing, obviously. If I weren’t too old to go pro and didn’t have two kids, I’d drop everything and go from two to six boxing sessions a week. So, when I listen to it while working, it’s like having a coach right there, nonstop throwing new dodge and footwork techniques at me. Gets me hyped and keeps me sharp - even if it’s just in my head!

SvW: Honestly, I have a few that I love, especially since I’m often on the road or traveling. I download episodes, put on my noise-cancelling headphones, and dive into a whole mix of shows. On one hand, there’s the Joe Rogan Experience, where Joe chats with just about every surreal popular figure you can imagine. It’s like a wild free-for-all of open conversations. On the French side, Beau Geste with Pierre Lescure is incredible, offering these beautiful, documentary-style portraits of famous people. FPL podcast or 90-minutes cause I'm a true football fan. But here’s my guilty pleasure: crime series podcasts. When I’m winding down for bed, I love closing my eyes and getting sucked into a movie-like experience just through sound. Shows like La Traque, Culpable, or the Dutch series Stemmen van Assisen do that perfectly. Nothing like a good crime story to keep your mind racing before you drift off!

What have you been most inspired by recently?

JA: Young women directors at the Annecy Festival - it’s the first time in nearly 15 years I didn’t go in person. Instead, I followed the highlights remotely, which was way better than wasting time networking and drinking like I usually do, missing half the screenings anyway. And wow, the original work coming from these young women, mostly in their 20s and early 30s, blew my mind. They’re raw, spontaneous, not overthinking or twisting themselves in knots like I’ve seen before. They just go for it - fresh ideas, powerful, fearless. A whole new wave of inspiration to keep pushing fresh ways of creating visuals with unexpected vibes.

Let’s get some kids together and have a wild brainstorm session for ads. No boring grown-up rules, just silly, crazy ideas straight from the masters of fun.

SvW: I’m in my mid-thirties now and weekends with friends mean one thing: kids everywhere. And honestly, last weekend was a total eye-opener. These kids don’t give a single damn about the world’s problems. They’re just out there, laughing non-stop, having the time of their lives. No fancy toys needed, just an ant nest for some exploration or some pillows and blankets and – Boom! – instant castle. Their imagination? Off the charts. Meanwhile, here I am, a grown-up, barely coming close to that level of creativity. You know what? We should totally steal their secret. Let’s get some kids together and have a wild brainstorm session for ads. No boring grown-up rules, just silly, crazy ideas straight from the masters of fun. Bet we can definitely learn from them.

If you could only listen to one music artist from now on, who would it be?

JA: Without losing my mind ? It’d be Maud Geffray. Her music is atmospheric, soft but powerful, grand yet subtle, like Philip Glass vibes. Feels like it’s been around for a thousand years. Could be the soundtrack to the Big Bang or the end of the world. Perfect for a rainy summer night after a party, waiting at the doctor’s office, crying in the shower, or driving through the mountains at night. But hey, it’s not my recco for everyone, I would have said Rosalia then!

SvW: I’m obsessed with music that hits me right in the feels. The kind that makes me wanna dance, gives me goosebumps, brings back memories, has a nostalgic feeling, or even makes me wanna cry or grab my phone and call my mom just to say, “I love you.” Lately, there’s only one artist who does all that for me, every single time. That’s FRED AGAIN. His music always hits me right in the heart.

If there was one thing you could change about the advertising industry, what would it be?

JA:  I’d want the whole creative process to be way more organic. Like, let’s be crystal clear on the goal, the destination. Tell us why we’re even pitching - are we the wild card or the “safe” bet ? Let’s have real, open chats about the stakes, the craft and whether we’re actually in the right place.

If I could change one thing in advertising, it would be how many people get the chance to be behind the monitor.

Feels like we lose gigs we could’ve absolutely crushed, or botch pitches because the brief or the setup was off. There’s still this old-school chain: client > agency > production > directors, and it just wastes time, energy, and quality - and honestly, that screws everyone over. It’s like going on vacation with friends, you hope it’s fun, but sometimes it’s a mess. Maybe that’s just how things go. But I hate wasting time or potential. Most of the time, when stuff goes wrong, it’s because there’s a lack of transparency, clarity and a real vision of what the hell we’re trying to achieve.

SvW: If I could change one thing in advertising, it would be how many people get the chance to be behind the monitor; both on the agency side and the client side. Let’s be honest: we’re creating the most subjective work on Earth. There’s no way to please everyone. Making a film; it’s all about taking decisions and chasing that magical moment. But sometimes I lose it when we have to reshoot a scene just because one person on the client side can’t decide if the main actor’s socks are the right colour. Here’s the funny part: the more people watching the combo (monitor), the more they feel the need to have an opinion. It’s like Lisa, the receptionist; someone with zero clue about what we do, suddenly gets the power to stop a whole shoot… just to change a pair of socks. It’s as if she feels the urge to prove to everyone how lucky we are to have Lisa on set, because she just brought up a very serious topic: the colour of the main actor’s socks. If you ask me, just one responsible person on the client side, the creatives, and that’s it. Let’s make magic together, no endless debates about sock colours just because someone thinks red doesn’t fit the brand identity.

Who or what has most influenced your career?

JA: My parents, Jane Campion and Paul Thomas Anderson. Wait no, my parents AND Jane Campion and PTA!

My parents showed me versatility in real life - they had multiple jobs, multiple lives. That’s what made them so cool, so kind, so joyful and human. Always looking forward, excited about what’s next. Then there’s Jane Campion and PTA - filmmakers never twice the same, yet always unmistakably themselves. Each film a new world, a fresh breath, a different voice, proof that art lives in transformation. Their stories gave me permission to never settle, to weave restless curiosity into every frame, to chase the unknown, to create without boundaries, to honour the journey of becoming, not the comfort of repetition. 

Turns out, becoming the next Tarantino might take, well, a bit longer than planned.

SvW: I graduated from film school in 2016, fresh out of five years learning how to direct actors, dissect scripts, and basically trying to channel my inner Tarantino. Turns out, becoming the next Tarantino might take, well, a bit longer than planned, and a mortgage doesn’t pay itself. So, in a desperate-yet-inspired plot twist, I joined an agency as a creative. That’s where I learned the art of advertising: the power of a concept, the mysterious language of account managers, the role of a digital strategist and the thrilling quest for that ONE INSIGHT that might just snag a Cannes gold (assuming the creative director didn’t kill us all first). 

To be honest, it was tough. Pressure-cooker tough. But it gave me mad respect for agency life, the pitches, the politics, the frantic late nights rewriting that “brilliant” concept for the 34th time. It taught me how ideas aren’t born randomly: they’re nurtured, challenged, shaped over months of client back-and-forth and countless “quick” revisions. Those three years changed the way I approach everything as a director today, especially my relationship with creatives. Because I know what it’s like to be on the other side of that briefing, clutching your fragile idea like a baby bird, praying it survives. 

What scares you the most?

JA: Whoa, heavy stuff... Madness. Watching myself lose grip, spiral out. Or, on a smaller scale - becoming that grumpy old dude, convinced he’s got it all figured out. Lecturing the young like they’re clueless. Turning bitter, mean, closed off. But above all - losing the fire to create. Losing the guts to try. Giving up, worn down by it all. Thankfully, there are forms of art that don’t need big patrons or clients - painting, drawing, writing, tinkering, boxing. LOL. I hope I’ll still have those for a while.

SvW: We’re lucky, we make a living doing what we love. It’s an art, not brain surgery. And sure, the world’s been through some rough stuff lately (pandemics, wars, you name it). Sometimes I wonder if our work will survive all this chaos. But come on, there will always be stories to tell, ads to make, films to shoot. Will I still be directing them? Who knows. Maybe one day I’ll end up flipping burgers in a self-driving food truck, serving snacks to people cruising down the highway in their noise-canceling robo-cars. And don’t try to steal my idea, it’s already protected. Or maybe in 40 years I’ll still be filming flying burgers and futuristic sneakers in some post-apocalyptic wasteland. Either way, I’m here for it.